LSA Bootcamp Denver: Elements of a Successful Digital Marketing Strategy (Google/YP)

YP Proprietary Information: ©2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Building a Successful Local
Digital Marketing Strategy in
Denver
Jeff Biesman & Tyler Johansson
May 18th, 2016
LSA Digital Marketing Boot Camp

Jeff Biesman
22 years of total marketing experience.
Former President & CMO in small
business ecommerce verticals.
Joined YP in 2014 as Vice President of
Marketing for the local business channel.

Tyler Johansson
Tyler joined Google in 2006.
He oversees relationships with premier
advertising partners who specialize in
serving the small and medium business
owners.
Holds an MBA from the University of
Michigan, and a BA in English and
Philosophy from the University of
Colorado.

1954: Roger Bannister and the 4-Minute Mile

Local Marketing 20 Years Ago
The Good ‘Ol Days…
Yellow Pages
Direct Mail
TV or Radio

Today’s digital landscape can make your head EXPLODE!

Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014

1987

1989

1998

Mobile is Prolific
Think about it like this…
Just about everyone now has a PC
and internet access in the palm of their hands

We Are Heavily Tethered
to an Internet of Things
Nearly one out of three local consumers
use two or more devices, according to research by
International Data Corporation (IDC) on behalf of YP

Buy festival tote
for Coachella
next weekend
11:15pm
On the bus,
read about
Coachella lineup
8:42am
Use flashlight appto
find dropped earring
11:09pm
At bus stop, listen
to newmusic playlist
8:30am
At work, book
Coachella tickets
11:36amOn bus, check email
for sales this weekend
5:29pm
Browse festival
styles on YouTube
7:15pm
Wake upand
check today’s
weather
6:50am
At lunch, play
Scrabble while
waitingin line
1:33pm
Use maps to get
directions to Creole
food truck
1:13pm
150X
per day
We are Habitual

Being “Ubiquitously Local” Matters
146%
*Increase in “near
me” searches
88%
*Of all near me
searches
48%
***Nearly half start
their local search
outside a general
search engine
*Source - https://www.thinkwithgoogle.com/articles/build-your-mobile-centric-search-strategy.html
**Sourc e – https://www.thinkwithgoogle.com/articles/build-your-mobile-centric-search-strategy.html
***Source – YP/IDC research

Local businesses are way behind
77%
*Don’t have a web
site
48%
*Of those that do,
about 48% don’t
have a mobile
friendly web site
83%
*Don’t have video
**Nearly half of all businesses have inaccurate or incomplete
listing data (name, address, phone, business hours, etc.)
*Source - YP/Buzzboard quantitative study
**Source - 2012 Yext research

How are consumers reacting to this?
86%
*Of consumers
bounce from a
non-mobile friendly
site directly to a
competitor
57%
*Of users say they
will not recommend a
business with a
poorly designed
mobile site
*Source – 2014 Google research

How are the digital power brokers responding?
• This could be impacting your organic search – SEO down
• Your ability to be found – common listing errors
• And the amount of $$ you are spending on SEM – quality scores decline and
media costs go up
Google continues to change its algorithm to penalize non mobile
friendly web sites and businesses with inconsistent online listings.

What can you do? Start by fixing your online presence
“Presence” is your foundation – You
wouldn’t build a house on a shaky
foundation, yet many businesses
market with a weak presence
Solutions…
• Listing Management
• Website optimization
• Video

Grow Your Business: Marketing and Advertising
Once your foundation is built and
stable, start actively marketing your
business…
Solutions…
• Search Engine Marketing
• Mobile Display Ads
• Direct Marketing campaigns

YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP
marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks
contained herein are the property of their respective owners.
How to manage effectively at scale?
Search
Video
Mobile
Offers
Local
Site
Display
300 x 250
Social

Managing Success
Two Basic Models:
1.DIY
-OR-
2. DIFM / DIWM

Why are partners the way to go?
Partners like YP help local businesses address the marketing
challenge by providing expertise, insights and scale
What SMBs Want :
• Human interaction
• Simple ad product
• Clear value proposition for online fund shift
• Advertising solutions customers want
• Brand, quality, reach and results
• Experts in search and digital advertising solutions
• End to end solution covering all online marketing channels

How Much Do I Need Invest?
Every situation is different…
Considerations:
1. Customer and/or Revenue Goals
2. Category
3. Geography
4. Level of competition

YP SEM Investment Model – Basic Example
Getting
Started
Growing Your
Business
At Scale
$300 - $500 Up to $9,999 $10,000+

Thank you

LSA Bootcamp Denver: Elements of a Successful Digital Marketing Strategy (Google/YP)

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